NHS: Missing Type [image] 2

Credits & Description:

Title: Missing Type
Agency: Engine
Brand: Nhs Blood And Transplant
Country: United Kingdom
Entrant Company: Engine, London
Advertising Agency: Engine, London
Media Agency: Engine, London
Pr Agency: Engine, London
Production Company: Engine, London
Creative: Tom Dixon (Engine)
Creative: Jo Griffin (Engine)
Creative Director: Jules Chalkley (Engine)
Creative Director: Mark Perkins (Engine)
Managing Partner: Annie Gallimore (Engine)
Managing Director: Gemma Irvine (Engine)
Account Director: Helen Byard (Engine)
Account Manager: Alice Carter (Engine)
Account Director: Sarah Frow (Engine)
Account Manager: Richard Clarke (Engine)
Account Executive: Naomi Pedlow (Engine)
Account Executive: Gabby Crawford (Engine)
Agency Producer: Chantelle Bloom (Engine)
Account Director: Aimhirin Brock (Engine)
Assistant Director: Jon Latham (Nhs Blood And Transplant)
Head Of Campaigns: Nadine Eaton (Nhs Blood And Transplant)
Head Of Media And Pr: Andrea Ttofa (Nhs Blood And Transplant)
Senior Media And Pr Officer: Maggie Stratton (Nhs Blood And Transplant)
Senior Media And Pr Officer: Stephen Bailey (Nhs Blood And Transplant)
Social Media Manager: Melissa Thermidor (Nhs Blood And Transplant)
Senior Insight Analyst: Gareth Humphreys (Nhs Blood And Transplant)
Executive Creative Director: Billy Faithfull (Engine)
Executive Creative Director: Ross Neil (Engine)
Synopsis:
In 2015, England was faced with a national blood donation crisis. New blood donor registration had plummeted a worrying 40% in the past decade. A disruptive communications campaign was required to spark conversations and initiate behaviour change on a national level.So we came up with an original strategy based on urgency, altruism and collaboration which resulted in a simple, visual creative idea that was easily translatable across multiple channels.We removed the letters of the blood groups – A O and B —from the names, places and brands that society engages with every day. The resulting #MissingType campaign created a movement where anyone, from individuals to global brands, could remove the letters from physical and commercial spaces, publications, logos and social media profiles, allowing our message to be easily understood, imitated and shared. Over 1000 household brands and thousands more individuals joined in, resulting in blanket national news coverage and record numbers of donor registrations. Not only did we reverse the decline in donors in England, we dramatically increased the number of people registering to give blood, setting a record for UK blood donor campaigns and saving thousands of lives. The idea was so effective that the rest of the world took notice and blood donor organisations around the globe wanted to follow our example. In 2016, our strategy was rolled out across 25 donor organisations from 21 different counties in an unprecedented global blood donor recruitment drive. In several countries this meant rival organisations working together for the first time.As a result, #MissingType was the no.1 trending topic in 10 different nations, with participating counties seeing, on average, an unparalleled 181% increase in donor registrations, saving hundreds of thousands of lives all over the world.